AND1 Logo – AND1 is a business and a brand of basketball shoes and equipment in basketball. Founded in 1993, was headquartered in Paoli in Pennsylvania before moving to Aliso Viejo in California. In 1993, AND1 is an academic project of Seth Berger, Jay Coen Gilbert and Tom Austin, the University of Pennsylvania. And1 The name comes from a phrase used when an English player puts a basket over an opposing player makes a mistake. The first in a long line to sign the player at And1 NBA Stephon Marbury in 1996.
Late 1998 , Ron Naclerio, coach of the team of Benjamin Cardozo High School of Queens in New York, presents a video of streetball AND1 to. The cassette contains sequences of bad qualities which we see Rafer Alston. Alston is then at the California State University at Fresno and returned to the draft 1998. The video soon became the “Skip tape”, by Skip to my Lou, Rafer Alston’s nickname. The player then signs with AND1.
Success will come in 1999 with the arrival in the lap of an AND1 basketball star NBA four times All-Star Latrell Sprewell. Abandoned by his sponsor, Latrell Sprewell is partnering with the founders of the brand. That year, Sprewell, who takes his team of New York Knicks in the NBA Finals, will popularize the brand and ensure its success.
AND1 then produced its first advertising including NBA players: Darrell Armstrong, Rex Chapman, Larry Hughes, Raef LaFrentz, Toby Bailey and Miles Simon. The “Skip tape” is copied 50 000 times and became the first “Mix tape” of AND1 freely distributed in eight weeks, which will make a celebrity Rafer Alston. When And1 and Foot Locker become partners, AND1 moves towards a national program. During summer 1999 , the company creates the AND1 Mix Tape, free, 200000 videos are distributed in three weeks.
AND1 will gradually go in search of the best Streetballers to play in his team for his AND1 Mixtape Tour and videos AND1 Mixtape, and to conquer the world. The turnover of AND1 moves from one million in 1993, 150 million in 2005. The brand exists in 130 countries and is supported by the national teams of basketball of Slovenia, of Puerto Rico and Turkey. The limited success of Street Hoops, a video game with streetball players of his team, AND1 released in 2006 AND 1 Streetball.